Toyota launches campaign via TV, print, online


Toyota launched a new corporate campaign, highlighting the company’s economic impact, environmental commitment, and social responsibility. Built around the question "Why Not?," the campaign includes print and online, as well as a new television commercial. Toyota was the exclusive advertiser last night on "NBC Nightly News with Brian Williams," where the television ad will debut.

The new TV spot is based on the "Earth Art" movement, and features time-lapse photography of the creation of a Prius made from natural elements of the earth. The sculpture is built up and then over time, fades back into nature, leaving an empty field again.

The 30 and 60-second TV spots include a voice-over which reads: Can a car company grow in harmony with the environment? Why not? At Toyota, we’re not only working toward cars with zero emissions, we’re also striving for zero waste in everything else we do. Because the best way to have an impact on the environment is to have as little impact as possible.

In addition, there are three new print ads being introduced, appearing in more than 20 magazines, including Time, Newsweek, Fortune, Real Simple, and Architectural Digest. The campaign was via Dentsu America, Inc. in New York.